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How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days

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How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days

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PRESENTED BY: Kory Klem, Digital Strategist for Movember
RECORDED AT: WordofMouth.org's Crash Course conference in Austin, TX on May 10, 2012

PRESENTED BY: Kory Klem, Digital Strategist for Movember
RECORDED AT: WordofMouth.org's Crash Course conference in Austin, TX on May 10, 2012

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How Movember Created a Movement That Raised Over $100 Million for Men's Health in 30 Days

  1. 1. HwM vm eC a d o oe brr t a ee M vm nTaRid oe ethta e s Oe$0 Ml no vr10 i f l r i o M n Hahn 0 as e’ el i3 Dy s t M ri a! o ds ee Kr oy w r foto o o u .g dm hr Km le
  2. 2. Kory Klem Digital Strategist @koryklem / #movember
  3. 3. CHANGING THE FACE OF MEN’S HEALTH
  4. 4. 2003 30 Mo Bros No money raised
  5. 5. 2004 450 Mo Bros & Mo Sistas $54,000 AUD raised (PCFA)
  6. 6. 2005 9315 Registered $1.2M AUD raised
  7. 7. 2011 855K Mo Bros & Mo Sistas $120M raised
  8. 8. KEY SUCCESS FACTORS • Vocal, dedicated and influential group • Meaningful and relevant message • Good mix of in-person and online • Brotherhood • Mo Sistas • Extroverts
  9. 9. THE EXTROVERTS Average # of Facebook Average # of Facebook Friends (Globally) Friends Mo Bros/Sistas Average # of Followers Average # of Followers on on Twitter (Globally) Twitter Mo Bros/Sistas
  10. 10. 2413 Conversations
  11. 11. 2413 Conversations x 855K Participants
  12. 12. 1.9 BILLION Conversations about Movember and Men’s Health
  13. 13. AWARENESS > FUNDS
  14. 14. YOUR PARTICIPANTS ARE YOUR AMBASSADORS
  15. 15. CAUSE ON OUR UPPER LIP
  16. 16. USE TOOLS AND PARTNERS TO AMPLIFY WORD OF MOUTH
  17. 17. MO SPACE
  18. 18. TEAMS & NETWORKS
  19. 19. GAMEFICATION & SOCIAL
  20. 20. 2011 APPS iOS Android
  21. 21. FUNCTIONALITY DONATIONS (PERSONAL, TEAM & GLOBAL) MO Space Mo Fun
  22. 22. FACEBOOK $15,000,000 $ Raised •219K Facebook Fans $11,250,000 •486M Impressions $7,500,000 •$14M RAISED (13%) •7.7M VISITORS (29%) $3,750,000 •7.5% (577K) DONATED $0 2008 2009 2010 2011 •AVERAGE DONATION: $24
  23. 23. Fan & Registration Gates Recruit-a-Mo Adopt-a-Mo
  24. 24. •196K Mo Bros on Twitter •79.9M Impressions
  25. 25. YOUTUBE •308K VIEWS •437 MOSCARS ENTRIES
  26. 26. PARTNERS
  27. 27. MAKE IT FUN
  28. 28. SAY THANK YOU
  29. 29. EVERYONE IS SIGNIFICANT
  30. 30. THANK YOU! QUESTIONS? @koryklem #movember
  31. 31. Fr o g ai a o om r r t es n ee d w rom u ,it o f ot vi d h s w w o o oto w . r f u .g w d m hr M ri a! o ds ee w r foto o o u .g dm hr

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